Data analysis of a qualitative research
Posted: Mon Jan 06, 2025 5:53 am
During the data analysis stage of qualitative research , market researchers are often faced with a huge amount of information that needs to be analyzed and interpreted for the end user and to obtain insights that lead to taking appropriate actions.
To help you learn the best strategies and tools to perform your analysis correctly, in this article we will share with you the three most important recommendations that you should keep in mind.
What is data analysis in qualitative research?
Data analysis in research is a systematized process that seeks to identify, understand and describe the components of a given unit of information, which is organized and synthesized to understand its meaning.
This procedure consists mainly of the analysis of non-numerical data to understand concepts, opinions or experiences , which are generated through a qualitative data collection method , with the purpose of gathering deep insights about a research problem.
In many qualitative studies , databases consist of namibia phone number transcripts of open-ended, focused, exploratory interviews, but other creative uses of sources are also included, such as recorded observations (such as video), focus groups , texts and documents, multimedia materials, public domain resources, photographs, and autobiographical documents.
The analysis procedure occurs as an explicit step in the conceptual interpretation of the data set as a whole, using specific analytical strategies to transform the raw data into a new and coherent representation of the phenomenon studied.
Types of data analysis in qualitative research
In reality, there is no predefined way to analyze data in qualitative research, but rather procedures that researchers usually implement in different ways depending on the orientation of the project and the characteristics of the object of study.
However, some of the most commonly used strategies in this type of analysis are:
Qualitative content analysis
Content analysis involves classifying and/or coding the various elements of a message into categories in order to adequately reveal their meaning. It generally describes and categorizes common words, phrases, and ideas from qualitative data.
When using a qualitative approach to conduct a content analysis, it is based on analyzing the explicit content of a text, as well as analyzing the latent meaning of what is written, which is probably interpolated into the text.
Appropriate texts for this analysis also include messages or communications to the masses through newspapers, magazines, radio, television and the Internet. It is also often used in market research to find the types of language used in product descriptions.
To help you learn the best strategies and tools to perform your analysis correctly, in this article we will share with you the three most important recommendations that you should keep in mind.
What is data analysis in qualitative research?
Data analysis in research is a systematized process that seeks to identify, understand and describe the components of a given unit of information, which is organized and synthesized to understand its meaning.
This procedure consists mainly of the analysis of non-numerical data to understand concepts, opinions or experiences , which are generated through a qualitative data collection method , with the purpose of gathering deep insights about a research problem.
In many qualitative studies , databases consist of namibia phone number transcripts of open-ended, focused, exploratory interviews, but other creative uses of sources are also included, such as recorded observations (such as video), focus groups , texts and documents, multimedia materials, public domain resources, photographs, and autobiographical documents.
The analysis procedure occurs as an explicit step in the conceptual interpretation of the data set as a whole, using specific analytical strategies to transform the raw data into a new and coherent representation of the phenomenon studied.
Types of data analysis in qualitative research
In reality, there is no predefined way to analyze data in qualitative research, but rather procedures that researchers usually implement in different ways depending on the orientation of the project and the characteristics of the object of study.
However, some of the most commonly used strategies in this type of analysis are:
Qualitative content analysis
Content analysis involves classifying and/or coding the various elements of a message into categories in order to adequately reveal their meaning. It generally describes and categorizes common words, phrases, and ideas from qualitative data.
When using a qualitative approach to conduct a content analysis, it is based on analyzing the explicit content of a text, as well as analyzing the latent meaning of what is written, which is probably interpolated into the text.
Appropriate texts for this analysis also include messages or communications to the masses through newspapers, magazines, radio, television and the Internet. It is also often used in market research to find the types of language used in product descriptions.